in cooperation with Emili Alsina, Publisher
Professionals in quest of reliable licenses
Professionals expect subdued growth in licensing sales in Spain for 2018. The modest economic recovery, the increase in launches, greater publicity and the introduction of new concepts and technologies will contribute to the increase in sales. Licensees and retailers take into account factors such as brand value and a good aesthetic when it comes to choosing licenses. Betting for safe licenses continues to be a trend in the market.
Convincing consumers with characters and media impact
Consumers are still looking for the best price/performance ratio when buying licensed products. They usually prioritise character, quality and price. Classic licenses are likely to become more successful, though no specific property is expected to lead the market.
The consumer is exposed to a lot of content nowadays. Acknowledging this, there is a boom in quality, digital strategies and new technologies. Their importance will continue to grow, as they are a key factor in drawing consumer attention to a product.
Children want characters that will help them stand out
Children are the main driver of licensed product sales. Licenses boost a product’s image, allowing the owner to stand out within their peer group.